Confession: I’m a fan of the superhero The Flash. If you’re at all familiar with comic book lore, you know that this is the guy who runs super, super fast. Why am I a fan? There’s something about being able to go “zoom” and you’re “there” — in seconds —...

I actually nodded off once while reading a company’s marketing copy. Granted, I was tired at the time, having already reviewed about a gazillion copywriting examples that day. Still, if the writer had attempted to make the copy just a tad more interesting —...

Like any copywriting trainer worth his salt, I teach the importance of stressing benefits in marketing copy. After all, it’s the benefits of a product or service that the customer is truly buying. However, during a recent workshop a participant asked, “Do we need to...